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Home / Canada is Sorry and Apologizes For Not Living Up to Land Conservation Promises

Canada is Sorry and Apologizes For Not Living Up to Land Conservation Promises

Canada is doing what it does best—apologizing—in an awareness campaign for the non-profit collaborative Outside Thinkers that acknowledges the country’s continued failure to honour its global commitment to critical environmental protection. 

The ads take the form of an apology from the fictitious Gord Burton, the self-appointed Deputy of the Canadian Bureau of Foreign Apologies. They acknowledge Canada’s failure to uphold its promise to permanently protect 17% of its land by 2020 as part of the Aichi Biodiversity Targets.

Approximately 10.6% of Canada’s land was already protected when it became one of 195 countries around the world to make the commitment to the Aichi Targets in 2010, but that number has risen to barely 11% in the nine years since then. Canada ranks a lowly 124th among countries that signed the initial agreement, and is last among the G7 nations.

Outside Thinkers wanted to call out Canada’s foot-dragging on this key issue and urge Canadians to push for further action. The campaign is led by a 90-second video showing Burton seated at his desk, outlining the original promise and pointing to some of the more than 100 countries that have exceeded Canada’s achievements.

“I want to personally apologize to every country in the world because we are letting them down,” he says, before urging Canadians to take action quickly because he’s already booked what will likely be an expensive Uber trip to Equatorial Guinea.

The campaign also features a series of videos apologizing to countries that have done a better job than Canada of preserving their biodiversity, such as Andorra, Brazil, Chad and Hungary. In addition, a series of influencer videos direct apologies to notable environmental advocates, such as noted Swedish climate change activist Greta Thunberg.

The second phase arrives just days after the annual G7 Summit in France, which included climate change as one of its key areas of focus. It also follows the Canadian government’s pledge of $175 million towards 67 conservation initiatives in every province and territory, as part of Canada’s Nature Legacy initiative.

Outside Thinkers is encouraging people to spread the messages via social media and visit the website for the Canadian Bureau of Foreign Apologies to send a letter to their local provincial politicians.

Other Videos:

Influencer Videos:
Autumn Peltier, Chief Water Commissioner of the Anishinabek Nation: https://youtu.be/YIElo6qErJs
Naomi KleinCanadian author, social activist, and filmmakerhttps://youtu.be/cAcuKA16ZmU
Greta ThunbergSwedish student who is credited with raising global awareness of the risks posed by climate changehttps://youtu.be/U70X23_dr2U

Client: Outside Thinkersa working collaborative of foundations including: Woodcock Foundation, Voilà Foundation, National Environment Treasure 

Media Agency: Empathy Inc.
President: Mo Dezyanian
Strategist: Vittoria Natarelli
PR: Erin Richards, Hype PR

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Orange & Publicis Conseil Launch ‘Being Human’ Public Service Campaign

Orange is the first operator to speak-out across 27 countries about the risks associated with digital uses. This new campaign sets-out the Group’s commitment to ensuring that digital services remain a genuine opportunity for everyone.

Digital services give people an unprecedented ability to communicate, learn, entertain, share and connect with each other. With appropriate use, it has the ability to empower all who have access to it. But digitalisation also comes with considerable risks, and this is increasingly becoming a source of concern both for society as a whole and for our customers.

Orange has always set out to be a responsible company. We seek to ensure that our customers have all the necessary information and have at their disposal concrete tools and services that enable them to make the most of the opportunities afforded by digital services.

An awareness campaign to project this commitment, directed by Katia Lewkowicz and produced by Publicis Conseil*

Today, Orange is launching a new awareness campaign designed to highlight the potential risks inherent in the use of digital services, but also the various tools available to tackle them.

The creative concept places audiences directly in the context of a parent’s internal reflections as he offers his first smartphone to his daughter. His conflicted thoughts around introducing his daughter to the digital world simultaneously lead him to observe his own digital habits as an adult.

The film deals with the sense of responsibility that parents feel towards their children regarding the way they interact with the digital world and the importance of using their screens safely and responsibly.

Béatrice Mandine, Executive Director in charge of Brand and Communications at Orange, commented: “We have always been convinced that technology only makes sense if it benefits people, society and the planet. And we are very conscious of our particular responsibility as a major player in the digital revolution. This is why we are making this commitment to accompany our customers in their daily lives in order to ensure that they all stand to benefit from the opportunities that digital services afford.”

Orange’s long-term strategy of placing people at the centre of technology is increasingly relevant in today’s highly connected word. To talk about digital responsibility in people’s lives, we sought out a creative concept based on emotions and human interactions. Katia Lewkowicz, with her gift for capturing those authentic moments of humanity, was therefore the perfect choice”, commented Marco Venturelli, President in charge of Creation, Publicis Conseil.

An exceptional, two-minute version of this film will air in France on TF1 shortly before 21h00 on Sunday, 15 September. The film will also be available in 30-, 45- and 60-second versions as part of a full 360-degree advertising campaign across TV, cinema, digital, print and outdoor media formats. The campaign will be rolled out across all of Orange’s 27 countries.

A commitment supported by a range of tools and information

In each country, Orange has already launched a range of concrete products and services to provide customers with information or tools designed to help them use technology safely and responsibly. These include:

§  Product innovation

§  Ma Livebox – the Orange Livebox in France has an application readily available to all broadband customers that provides control over the time that each device is able to connect to the home wifi network. The app also includes a “pause Internet” button that temporarily cuts the wifi connection, providing families with quality time ‘offline’.

§  Orange Telephone  – the Orange Telephone app includes a “do not disturb” feature that customers are advised to activate when driving. This was launched across Europe, Africa and Middle-East together with a Road Safety advertising campaign.

§  Bezpieczny Starter – a starter kit offered in Poland for children who are getting their first mobile, consisting of a customised offer and a parental-control app Chroń Dzieci w Sieci.

§  Tarifa kids  – offered by Orange Spain, this dedicated offer for the young includes a “kids ready” app that enables parents to supervise their children’s use of the smartphone.

§  Educational information and tools

§  Bienvivreledigital.orange.fr (Orange France) provides a large “espace des parents” section devoted to digital parenting. It also includes a section on data privacy.

§  usolovedelatecnologia.com (Orange Spain in partnership with ComunicA+) covers a large number of topics through awareness-raising videos and educational content. The website addresses issues such as cyber-bullying and screen usage.

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